Defining the visual identity of Dinamo

For more than a year, Dinamo has been rethinking its visual identity. The need for modernization was real, but there was also a concrete problem: the club did not hold exclusive rights over the crest in use, which posed a serious obstacle to UEFA’s requirements for the European licence. Redefining the visual identity was therefore not just a strategic choice. It was a necessity.

The first stage of the process had to be carried out confidentially. Registering the new trademark involved real legal risks, and any premature exposure could have compromised the entire procedure. We know this meant supporters could not be alongside us from the very beginning, and we sincerely regret it. Once this obstacle was overcome, we decided to start the process anew. This time, together.

The club and the representatives of the Dinamo community formed a joint working group that set the rules of the game together: how we work, what criteria matter, what we want to achieve. The new visual identity will be built with the supporters and for the supporters, and the final decision will be theirs.

We are now at the next step: selecting the branding agency that will bring this identity to life.

A project designed for the long term

What we are launching today is the first phase of a broader project: diagnosis, brand platform, visual identity (its core: the crest, the colours, the typography and the priority applications), verbal identity, together with everything needed for the legal registration of the trademark.

We aim to have a final product by the end of September 2026, so that the club has the time needed to submit the documentation to the relevant authorities for registering the new visual identity.

A project of such immense importance — not only for the club, but for the entire Dinamo FAMILY — will impose clear selection criteria and, implicitly, criteria for distinguishing between the agencies that apply. The aspects relevant to this project include understanding the context and the stakes: Dinamo’s visual identity represents the image of the club not only institutionally or in sporting terms, but also for every fan who buys a club product and wears it in any context of their daily life. The quality of the proposed approach matters too: Dinamo is a benchmark in the sports industry nationally and beyond, so the quality of the delivered product must set a standard of creation that allows the club to convey emotion and representativeness through its visual identity. The selected agency must be made up of a substantial team, with clear industry experience. Why do these aspects matter to us? Because keeping to the schedule is essential for this project. Last but not least, the agency must fully understand and resonate with the values and spirit of Dinamo — honour, performance, history!

We will not request creative proposals, visual concepts or logo variants during the selection process.

But this is not an isolated phase. It is the foundation of an identity system conceived to progressively cover all of the club’s points of contact with its public: from digital communication and social media, to players’ kits, merchandising and the stadium experience. The agency that wins this stage is not just building a crest. It is building the foundation on which everything that follows will rise.

A truly distinctive opportunity

Dinamo is not an ordinary client. It is one of the most emotionally charged brands in Romanian sport: a club with history, with a community that lives every match, and with clear ambitions at European level.

What truly sets this project apart, however, is its structure. The selected agency will not work only with the club’s management. It will be part of a genuine collaboration with the supporters’ representatives — people who know the club in depth and who have a say in every essential decision. This means greater responsibility and higher stakes, but also the chance to deliver something that will remain in the club’s history.

To support the creative process, the selected agency will receive access to the materials from the previous visual identity exercise: research, analyses and other relevant deliverables that can accelerate the project’s initial stages.

If you have experience in visual identity, know how to work with multiple stakeholders, and wish to contribute to something truly meaningful, we invite you to apply by completing the form below.

The deadline to submit applications is 08.07.2026.

What happens after you complete the form and apply to be part of this project? A club representative will contact you as soon as they have reviewed your completed form, for a discussion to establish the next steps.